How digital connectivity influences experience quality: the roles of cognitive appraisal and immersion experience

Digital connectivity significantly influences tourism experience quality, yet existing research presents conflicting evidence regarding its positive effects. This paradox in digital connectivity's impact on tourist experiences remains unresolved. To address this gap, the present study employs stress appraisal theory and the stimulus-organism-response framework to develop a theoretical model that elucidates the mechanisms underlying digital connectivity's effects, and examine tourist immersion experiences and dual stress appraisals. Based on a questionnaire survey targeting tourists in China, hierarchical regression analysis and path analysis, the empirical findings reveal that digital connectivity significantly enhances experience quality, and immersion experience acts as a mediator in the relationship. Additionally, the perception of controllable-by-self can moderate the effect of digital connectivity on experience quality, whereas the perception of threat does not play a significant moderating role. The findings offer a more comprehensive understanding of the paradox surrounding digital connectivity, and make contributions to the discourse on the micro-effects of smart tourism and the antecedents of tourism experiences.